GUIDELINES FOR INCREASING THE EFFECTIVENESS OF RESTAURANT BUSINESS IN BANGKOK AND VICINITIES

Abstract

This research article aims to examine the status of the restaurant industry in Bangkok and Vicinities. The objectives include analyzing business characteristics that impact effectiveness, exploring management factors affecting efficiency, and suggesting management guidelines. The study employs both quantitative and qualitative methods with 400 cases from restaurant operators for statistical analysis and 26 in-depth interviews with individuals. SWOT and TOWS Matrix analysis are applied to determine strategies for enhancing the effectiveness of restaurant business. Findings reveal that the restaurant industry has recovered from the impact of tourism and returned to normal operations. However, challenges with cost management, expenses, employees, competition, and evolving marketing and sales strategies due to technological advancements have emerged. The research also indicates significant differences at .01 to .05 level in business effectiveness factors when businesses are categorized by their business size and investment. Yet, factors such as business format and duration do not display significant variations. Multiple regression analysis identifies These factors contribute to 48.9 percent of overall business effectiveness. Meanwhile, it reveals that marketing and sales, raw material imports, production, and employee aspects significantly influence the overall efficiency of the restaurant business in Bangkok and its surrounding areas at the 0.01 significance level. In response to these findings, the research proposes eight guidelines to enhance efficiency through establishing a unique identity, fostering innovation, promoting well-known Thai and healthy dishes, implementing modern strategies, aligning with government policies, adopting contemporary management practices, improving employee skills, and enhancing product quality and impressive service and use technology to develop modern management, operations, and services.